See attached
Topic: Tourism Industry
To help integrate what you are learning, as well as to help you communicate your growing subject matter expertise, you'll complete a series of blog-style posts that focus in some way on one or more of the topics covered that week. Each post must be a minimum of 100 words in length (including the post title) with no maximum (unless otherwise stated). They should be tailored to fit the personal/professional brand or expertise that you’re trying to develop. Note that later this academic term (and beyond), you'll begin to upload all of your posts (for this course and all other courses) to the website that you will be developing in this course.
Your application posts should go beyond merely reiterating what was covered in the course materials. They should teach your target audiences how to apply marketing concepts, techniques, and/or technologies to real-world problems or opportunities for which they have an interest. Your posts can be serious, light-hearted, tell stories or experiences, give advice, offer critiques of marketing practices you encounter, make comparisons across companies or techniques, describe innovative marketing practices, predict the future of marketing, etc. The key is that they must (1) be useful to your target audiences, (2) use one of the provided topics, and (3) be in your own words from your own perspective. Do NOT write “academic-style” posts with multiple references! People normally don't want to read those. (Use hyperlinks to reference any sources that are used, but you should NOT be using many other sources.) Remember that the tone, style, voice, and mood of your writing is up to you, but you should always consider what works best for your target audiences. You may even decide to have a general theme to your posts, perhaps staying focused on a particular industry or area of marketing or marketspace.
Posts must include an original title (do NOT use my topic statement as your title) and have proper grammar, spelling, and punctuation. Also, they should NOT indicate your student status (see the syllabus).
Please review the Module discussing this particular assignment series: Important Info re: Website Application Posts
Ideas for this week's Website Application Post
To earn credit for the post, you must write about one of the topics listed below. In the submission comments, copy and paste the instruction topic you used so it's clear which one you wrote about. (Not listing your instruction topic will reduce your score by 1 point.)
- How the buying decision process (as described in this week's materials) works for your particular industry.
- An innovative way you have seen a company or organization use communications to inform, remind, persuade, connect, or motivate.
- How understanding the communication/marketing/sales funnel can improve efficiencies.
- How to eliminate noise issues you have experienced in a particular communication channel (perhaps for your industry).
- Why changing customer attitude is important for changing customer behavior for your particular industry.
- Why it's critical for business people to understand funnel conversion rates for your particular industry.
- What's truly being exchanged when people buy from a particular retailer (e.g., Starbucks or Apple, but don't use these as examples)?
- How communication is enhanced (or hurt) by emojis and what marketers should do about it.
- Where and when strong branding helps conversion rates in communication/marketing/sales funnels.
- Why all levels of marketers (from the CMO to the marketing coordinator to the customer service representative) need to understand the communication/sales funnel.
- Applying one of the topics from Berinato's Good Charts Introduction or Chapter 1 to your industry (be sure to reference the book).
Important Notes
- If you discuss a model or process from one of the readings or videos (or directly from your professor), be sure to reference the author and source (if public) in some manner. This can be done casually by simply stating the name without the need for academic-looking citations. For example, “According to SEO expert Neil Patel, the best way to optimize your website is to…” Not providing attribution is considered plagiarism and is against the FIU student conduct code.
- Posts missing an original title will receive a 1-point deduction after grading. (Using the instruction prompt is not an original title.)
- If you use ChatGPT or some other generative A.I. system, please mention HOW it was used. You should only use these systems to enhance your work and not to create your work. For example, you might use A.I. to proofread, check for spelling/grammar/usage, assist in creating a title or headings, generate ideas, and/or make your writing more concise. Please do NOT use A.I. to generate your article as a whole or to increase the quantity of words. The former is not a representation of your work and the latter typically results in verbose posts.
Word Limit for Application Post #1: Please do NOT exceed 250 words (including the title).
Website Application Posts (6 in total – 5% of Grade)
Overview and Instructions – Prof. Anthony Miyazaki
OBJECTIVES
As marketers, we are required to create value for our various clients while helping our own
organizations grow. An important skill that we must master is our ability to convey marketing
ideas, concepts, best practices, and strategies to our various audiences that include our clients,
business partners, colleagues, investors, etc.
At the same time, it is critical to our careers that we demonstrate our expertise via the
communication of our own ideas, concepts, and perspectives with respect to marketing and its
application to various industries, situations, and environments. One of the best ways to do this is
by creating our own content that showcases our knowledge, skills, and experience.
In this program, you will be required to write website application posts (similar to blog posts, but
more professional) that specifically relate to the content presented in each course. This exercise
has several benefits:
You will better integrate and retain the information that you are learning each week.
You will enhance your written communication skills.
You will demonstrate your learning and knowledge to your instructors.
You will showcase your subject matter expertise to your audiences.
You will become more confident in your willingness to proclaim your mastery of
marketing to your various audiences.
With respect to marketing, strategic posting of relevant information can help drive traffic to
websites, increase search rankings, position brands (including your personal brand) as industry
leaders, and even help develop stronger customer relationships. Strategic and tactical writing
and content planning can help with website search engine optimization (SEO), website visitor
retention and engagement metrics, and marketing/communication funnel performance.
Thus, your website application posts will serve not only as a course assessment, but also as a
learning experience, a builder of your personal/professional brand, and an application of content
marketing that can be measured via engagement metrics as you gain experience and expertise in
Google Analytics (particularly when you experience your MSM Marketing Analytics course).
SKILLS & KNOWLEDGE
This assignment will enhance your ability to take newly acquired information and transfer it to
your target audiences in a manner that is useful, informative, and engaging. By authoring
regularly-posted content, you will enhance your creative writing talents, build your capacity to
engage and retain audiences, and strengthen your strategic and tactical thinking. As you learn
about various marketing tactics and strategies, you can incorporate what you learn into your
website posts as well.
ASSIGNMENT
Your website posts must go beyond merely reiterating what was covered in the course materials.
They should teach your target audiences how to apply marketing concepts, techniques,
technologies, strategies, etc. to real-world situations for which they have an interest. Although
they may have minor references to other individuals, each post should showcase your particular
knowledge, experiences, and skills.
Tailor the posts to fit within the personal/professional brand or expertise that you are cultivating
within your website and with your other digital and non-digital communications. Developing a
general theme to your posts can be a good way to accomplish this by staying focused on a
particular industry, region, marketplace, or set of audiences.
The tone, style, voice, and mood of your writing is up to you, but you should always consider
what works best to engage your prospective readers. Additionally, to build and maintain your
professional expertise, it is imperative that you do not position yourself as a student by using
words such as “this week in class,” “professor,” “course,” etc. You have free reign to
demonstrate your professional creativity, but be consistent in your positioning.
Each post must follow these guidelines:
Minimum of 100 words in length.
Pertain to one of the stated instruction topics based on the week’s course materials.
Be useful to your target audience.
Have a compelling original title that will attract audiences.
o This will help with SEO as well as website engagement metrics.
o Tips for creating titles: https://bit.ly/post-titles-1
o More tips for creating titles: https://bit.ly/post-titles-2
Posts should have the following as well:
At least one active hyperlink that adds substance to your content.
o The addition of relevant hyperlinks can help with SEO, but only do one or two.
o Initially, you may decide to use only external links, but as you upload additional
posts, you should also link to your own relevant prior posts to increase your
website retention.
o Tips for creating effective hyperlinks: https://bit.ly/post-hyperlinks-1
A relevant image that will attract your audience and add value to the messaging.
o Tips for including images: http://bit.ly/post-images-1
o More tips for including images: http://bit.ly/post-images-2
Submit the assignment as a PDF
NOTE: Please do not upload your post to your website until you have received a grade or the
assignment may be flagged for plagiarism.
Additional resource material:
http://bit.ly/post-rules
CRITERIA FOR GRADING
Each submission will be scored out of 5 points possible. Scores across all 6 posts will be
averaged and will be worth 5% of your total grade.
To receive minimum credit, each submission must:
1) Be completed as instructed.
2) Submitted on time on the due date. No late submissions will be accepted for credit.
3) Submitted via the appropriate Canvas assignment link (no emails allowed).
4) Refrain from positioning yourself as a student. To build and maintain your professional
expertise and to avoid appearing as “only a student,” it is imperative that you do not use
words like “professor,” “class,” “course,” or phrases (e.g., “this week we learned
about…”) that infer your role in these posts is one of being a student. Posts that infer
student status will receive grades of zero.
Additional grading criteria:
Posts should go beyond merely reiterating what was covered in the course materials.
Posts should teach your target audience(s) how to apply marketing concepts, techniques,
or technologies to real-world problems or opportunities for which they have an interest.
Posts should have strong conceptual writing with careful thought and consideration of the
intended messaging.
All posts must be your original work. Plagiarism of any kind can result in a zero grade
for the assignment, the assignment series, potential failure for the course, and/or potential
expulsion from the program.
There should be no grammatical, spelling, or punctuation errors.
Posts that completely meet or somewhat exceed the minimum criteria will be awarded 3
points.
Posts that reasonably exceed the minimum criteria may be awarded up to 4 points.
Posts that go far beyond the minimum criteria (in quality and not just quantity) may be
awarded up to 5 points.
No late posts will be accepted for credit under any circumstances. (Thus, it’s far better to
be imperfect on time than to be perfect and late.)
Grades of “A” are reserved for outstanding work. Work that meets or only somewhat
exceeds standard requirements does not constitute outstanding work.
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